New Hope Network is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

In Session

Does branding really matter?

Does branding really matter? Expert investors and industry consultants talk about the value of branding and packaging, and how to set yourself apart.
Expert investors and industry consultants talk about the value of branding and packaging, and how to set your brand apart.

"If there's one place to really invest, even when money's really tight ... it's getting your branding right."

—Bob Burke 

Part 1: What's in a brand?


  • Your primary medium for communicating with consumers and with investors is your package. Make sure it leaves a good, and strong, impression. 
  • Technology is rapidly improving the way people can collect and analyze data. How can you leverage data to boost your brand?
  • Does distinction in your brand correlate directly with success? CircleUp thinks it might.



Part 2: Preparing for growth


  • Investors look for companies that are ready to scale. Are you ready? 
  • Have a plan and stick to it, but be adaptable. Stay flexible in terms of categories and channels: Will you be able to expand beyond the product consumers first know you for?  
  • Figure out early on who the heavy user of your product is—and how you can find more people like them.
  • Important boxes to check include the traditional three—good price point, good product taste and convenience—but also a fourth, brand and packaging. 


Part 3: Stay true to your brand


  • What do you want people to remember about your brand? Write an obituary for it as a thought exercise.
  • If you need to rebrand, do it earlier than later. But don't rebrand if the problem is in the product and not the packaging.
  • Be mindful of your channel strategy. One size does not fit all; have appropriate offerings for different channels. 


This session—Business School: Branding and the Bottom Line—was recorded at Natural Products Expo West 2018. Click "download" to access the presentation slides.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.